Improved Relationships between Marketing and Procurement

May 5, 2014

By Bill Duggan

The relationship between marketing and procurement has improved substantially and is driving results according to Optimizing the Procurement & Marketing Relationship, a new ANA survey.

The survey of 155 client-side marketing and procurement professionals, fielded in March 2014, looked at the relationship between procurement and marketing and the factors that lead to the strongest internal partnerships and business results.  

Both marketing and procurement note substantial improvements in their relationship in the past year – with 30 percent of marketers and 62 percent of marketing procurement professionals reporting positive increases. 

According to survey respondents, the leading factors that have driven these increases include:

  • Better communication and collaboration
  • Senior management support
  • Alignment of success metrics
  • Visibility of procurement organization
  • Proven contributions from procurement

The findings indicate that the marketing/procurement relationship, which historically has been much maligned, may have finally turned the corner and is now on a positive path. That’s big news! 

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